Makeover culture is a boom industry

So there we have it. 2010: done, dusted, filed away, gradually receding and ready to join 2009, 2008 and all their predecessors in the annals of faded memory.

But what of 2011? Fresh as just-fallen snow, the coming year still sparkles with promise. Diaries lie barely leafed, 12 ripe months await their picking, resolutions sit unviolated - symbols, for now, of all our best intentions.

So what will you be this year? Thinner? Richer? Less prone to spectacular drunkenness, to stress-induced carbohydrate binges, to a sneaky fag outside the office? More prone to perfecting the work/life balance, to taking your daily exercise, to getting enough fibre and fulfilling your five-a-day?

The resolution, the desire to do better, has become as much part of the calendar as champagne and fireworks. And no wonder: the notion of self-improvement, of altering oneself in some fundamental way, holds profound appeal. Who wouldn't, when confronted with a mirror of their mundane existence, want to change something? And who couldn't, after changing that first thing, find something else - some personality trait, some behavioural characteristic, some environmental dissatisfaction - with which to quibble?

Given the chance, few of us would say no to being richer, thinner, nicer, more punctual, better organised, healthier, more balanced entities. The idea that the power to do so lies in our own hands - that certain goals can be achieved simply through altering our patterns of behaviour - is, inevitably, a seductive one.

It was in 1859 that Samuel Smiles published his seminal work, Self Help. A Scottish social reformer and campaigner for universal suffrage, he advanced the principle that good fortune was not simply a matter of divine will but of hard work.

With its famous opening maxim that "heaven helps those who help themselves", it became an instant phenomenon, outselling Charles Darwin's On the Origin of Species and clocking up a quarter of a million sales in Smiles' lifetime.

In his wake came a host of imitators, zealots in the practice of self-determination. From Dale Carnegie and his 1937 offering How to Win Friends and Influence People, to Gwyneth Paltrow, whose website Goop instructs us to "nourish the inner aspect", the apostles of self-help approach from every angle.

And so the industry grew. And grew.

In the United States, the cult of self-help is worth more than US$10 billion ($13.19 billion). In Britain, it has earned publishers £60 million ($122 million) in the past five years.

Stores peddle potions promising all manner of glories: improved energy, a faster metabolism, shinier hair, a calmer disposition.

Magazines proffer advice on everything from health to wealth to improving your sex life.

That most superficial of improvements, the makeover, has become a cultural standard: repeated and recounted ad infinitum on television, at the cinema, in newspapers and magazines.

And of course January, with all its medicinal bleakness and post-festive penitence, is the high season of self-help. It's now that shops start to push their various diet supplements, that magazines and newspapers pontificate on the new year's new you.

A quick glimpse across news-stands reveals a raft of recipes for success: Revitalise Your Body and Style with Vogue, Get Lean Muscle Fast with Men's Health and Have More Cash with Glamour.

Yet for all the advice on offer we don't seem to be achieving an awful lot. Britons are fatter than ever before. We are, various studies have concluded, less happy than ever. We're less adept at saving, less adept at budgeting, and unable to maintain our relationships. We don't get enough exercise and we drink far too much. We smoke. We buy fast foods. And, if surveys are to be believed, few of us maintain our New Year resolutions beyond the first dismal weeks of January. So why the belief that we can change?

Lindsey Agness has worked in self-help for years. Founder of the Change Corporation and author of Change Your Life with NLP (that's Neuro Linguistic Programming), she offers "life coaching" for those who aren't content with what they've got.

Over the past decade, she observes, our idea of what constitutes realistic ambition has shifted profoundly: "Books are released with eye-catching titles, promising things we might not even have considered before. We are aware of the possibilities as never before - and believe in them in a way we simply didn't 10 years ago."

The result is a culture in which little remains off limits. Books, magazines, the internet, even television shows (virtually every bit of breakfast viewing contains some nugget of self-improvement); they all promise to show us how to get what we want, how to live life as a better, more fulfilled person. Search hard enough, and there is advice on everything from feng shui to launching your presidential bid. With the right approach, we are assured, we can be anything we want. Well, in theory.

The reality is rather more complicated. To observe that, for all self-help's blossoming, we aren't much better off than we were in the first place is not to say that it doesn't work. In many instances it might: go on a diet, stick to it, and you will, in the short term at least, lose weight.

But while the tools to achieve certain goals are within our reach, the broader aim of general wellbeing, of fulfilment, of satisfaction with one's lot, remains just out of sight.

Interest in self-help is at its highest in times of economic uncertainty; without a cushion of collective wealth to keep us afloat, we start grasping for a lifejacket of our own construction. And so to 2011, and the hope that it might work. For some of us, it certainly will - those in the business of profiting from its propagation. For the rest of us? Well, don't bank on it.

- INDEPENDENT